AIA’s Private Client Services (PCS) are tailored for their special high net worth individuals. These special members receive additional benefits because they trust AIA with their wealth management. To thank them during the Chinese New Year, AIA wanted to make a special red packet design just for these clients.
AIA wanted to completely revamp old designs and give something to their PCS clients that they would be happy gifting. They also wanted to reinforce AIA’s brand commitment to having a great and happy life.
The biggest challenge for this project was making sure that the AIA brand was well-represented while not being too intrusive. The problem with some branded red packets is that the logo or brand elements were so obvious that people didn’t want to gift them.
Instead of making AIA’s logo too prominent, we took the PCS symbol of a tree and made it the focal point of the red packet. While we added AIA’s logo, it was smaller and therefore more suitable for red packet gifting. In addition to the design, we used special, high-quality paper, which was laser cut to produce each red packet.
These small details combined to create a premium looking and feeling red packet that PCS members were happy to gift to friends and family.